While Millennials are heavily engaged on social media, it turns out these platforms may not be the most effective channels for driving sales. Instead, email remains a powerful and personal touchpoint for reaching this influential generation.
Key Findings at a Glance
1. Email Tops Personal Engagement
- 64% of Millennials say email is the channel that feels the most personal.
- Email is preferred not just by Millennials but across all demographics, with 68% of respondents naming it as their favorite way to receive brand communications.
2. The Power of Smartphones for Email
- Over half of all respondents (53%) check emails primarily on their smartphones.
- Among younger audiences, this is even higher: 67% of Generation Z and 59% of Millennials use their phones as their main email-checking device.
3. Gmail's Promotions Tab is Thriving
- Millennials and Generation Z actively engage with Gmail’s Promotions tab:
- 70% of Millennials still use the Promotions tab.
- 73% of Gen Z are regular users.
- Additionally, 53% of Millennial Gmail users check the Promotions tab at least once a day.
What This Means for Brands
If your target audience includes Millennials, optimizing your email marketing strategy is essential. While social media serves as a visibility tool, email is where personalization and meaningful engagement happen. To drive sales and loyalty:
- Prioritize mobile-friendly designs: Ensure your emails look great and load quickly on smartphones.
- Leverage Gmail’s Promotions Tab: Craft compelling, value-driven subject lines and offers tailored for this space.
- Focus on personalization: Use data-driven insights to create emails that resonate deeply with your audience.
Email remains the most effective and personal way to connect with Millennials. By understanding and adapting to their preferences, brands can foster lasting relationships and drive measurable results.
